Challenge
To subtly promote PacificSource Health Plans as a sponsor of a local nonprofit organization that is dedicated to ending food insecurity. The ad was included in a small black-and-white printed program for one of Food For Lane County’s fundraising events.

Solution
Rather than focus solely on self-promotion, we decided the more tactful approach here was to show our understanding of the serious nature of the community issue that Food For Lane County aims to conquer. A stark image of an empty cupboard and some wordplay was intended to catch the eye of the reader. Acknowledging the good work that Food For Lane County does with a message of gratitude helped elevate the PacificSource Health Plans brand in the eyes of the donor audience, without overtly stating the monetary contribution made by PacificSource.